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Few sunrise alarm clocks have reached the level of popularity set by Hatch , the combination light and sound machine designed to help support natural circadian rhythms. Which is why I was surprised to notice it trending on TikTok, not for its gentle sunrise light feature or recently released Hatch+ programming—but for being a symbol of the occult.

The problem began, innocently enough, with an anti blue light promotional campaign, released by Hatch on October 13 and titled “ Goodnight, Phone .” It consists of a one-minute, 30-second Hollywood-esque trailer starring actress Kiernan Shipka, wh

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